If I’d had more time I would have written a shorter letter . . .

“Dr. Suess wrote The Cat in the Hat with only 236 words, so his editor bet him that he couldn’t write a book with only 50 different words. Dr. Suess won the bet with Green Eggs & Ham, which became one of the best-selling children’s books of all time.”

This is a quote from my favorite chapter of Steal Like an Artist titled “Choose What to Leave Out”, and it applies directly to EVERYTHING in CRO.

Communicating rich thoughts and ideas with minimal waste is called “word economy” when we’re copywriting or designing headline experiments.

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